Strategic Brand Management - Pearson

1 < strong >buildingstrong > , Measuring, and Managing < strong >Brandstrong > EquityStrategic < strong >Brandstrong > 129/12/2018 02 229/12/2018 02:48 < strong >buildingstrong > , Measuring, and Managing < strong >Brandstrong > EquityKevin Lane KellerTuck School of Business Dartmouth CollegeVanitha SwaminathanKatz Graduate School of Business University of PittsburghStrategic < strong >Brandstrong > ManagementFifth 329/12/2018 02:48 Vice President, Business, Economics, and UK Courseware: Donna BattistaDirector of Portfolio < strong >Managementstrong > : Stephanie WallExecutive Portfolio Manager: Lynn M. HuddonEditorial Assistant: Rachel ChouVice President, Product Marketing: Roxanne McCarleySenior Product Marketer: Becky BrownProduct Marketing Assistant: Marianela SilvestriManager of Field Marketing, Business Publishing: Adam GoldsteinField Marketing Manager: Nicole PriceVice President, Production and Digital Studio, Arts and Business: Etain O DeaDirector, Production and Digital Studio, Business and Economics: Ashley SantoraManaging Producer, Business: Melissa FeimerContent Producer: Michelle ZengOperations Specialist: Carol MelvilleDesign Lead: Kathryn FootFull Service Project < strong >Managementstrong > : Ana Diaz-Caneja/Bhanuprakash Sherla, < strong >Pearsonstrong > CSCI nterior Design: < strong >Pearsonstrong > CSCC over Design: < strong >Pearsonstrong > CSCC over Art: wowomnom/ShutterstockPrinter/Binder: LSC Communications, Printer.

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5 KLKThis book is dedicated to the memory of my father, to my mother, and to my family, with much love and gratitude. 529/12/2018 02 629/12/2018 02:48 PART I Opening Perspectives 1 CHAPTER 1 Brands and < strong >Brandstrong > < strong >Managementstrong > 1 PART II Developing a < strong >Brandstrong > Strategy 37 CHAPTER 2 Customer-Based < strong >Brandstrong > Equity and < strong >Brandstrong > Positioning 37 CHAPTER 3 < strong >Brandstrong > Resonance and the < strong >Brandstrong > Value Chain 76 PART III Designing and Implementing < strong >Brandstrong > Marketing Programs 111 CHAPTER 4 Choosing < strong >Brandstrong > Elements to Build < strong >Brandstrong > Equity 111 CHAPTER 5 Designing Marketing Programs to Build < strong >Brandstrong > Equity 147 CHAPTER 6 Integrating Marketing Communications to Build < strong >Brandstrong > Equity 184 CHAPTER 7 Branding in the Digital Era 219 CHAPTER 8 Leveraging Secondary < strong >Brandstrong > Associations to Build < strong >Brandstrong > Equity 261 PART IV Measuring And Interpreting < strong >Brandstrong > Performance 297 CHAPTER 9 Developing a < strong >Brandstrong >

6 Equity Measurement and < strong >Managementstrong > System 297 CHAPTER 10 Measuring Sources of < strong >Brandstrong > Equity: Capturing Customer Mind-Set 331 CHAPTER 11 Measuring Outcomes of < strong >Brandstrong > Equity: Capturing Market Performance 370 PART V Growing and Sustaining < strong >Brandstrong > Equity 395 CHAPTER 12 Designing and Implementing < strong >Brandstrong > Architecture Strategies 395 CHAPTER 13 Introducing and Naming New Products and < strong >Brandstrong > Extensions 438 CHAPTER 14 Managing Brands Over Time 481 CHAPTER 15 Managing Brands Over Geographic Boundaries and Market Segments 516 PART VI Closing Perspectives 549 CHAPTER 16 Closing Observations 549 BRIEF CONTENTS 729/12/2018 02 829/12/2018 02:48 CONTENTSP reface xxiAbout the Authors xxix PART I Opening Perspectives 1 CHAPTER 1 Brands and < strong >Brandstrong > < strong >Managementstrong > 1 Preview 2 What Is a < strong >Brandstrong > ?

7 2 < strong >Brandstrong > Elements 2 Brands versus Products 3 BRANDING BRIEF 1-1: Coca-Cola s Branding Lesson 5 Why Do Brands Matter? 6 Consumers 6 Firms 7 Can Anything Be Branded? 8 BRANDING BRIEF 1-2: Branding Commodities 9 Physical Goods 10 THE SCIENCE OF BRANDING 1-1: History of Branding 10 THE SCIENCE OF BRANDING 1-2: Understanding Business-to-Business Branding 11 Services 12 BRANDING BRIEF 1-3: Adobe 13 Retailers and Distributors 14 Digital Brands 14 People and Organizations 16 Sports, Arts, and Entertainment 17 BRANDING BRIEF 1-4: Place Branding 19 Geographic Locations 19 Ideas and Causes 19 What Are the Strongest Brands? 19 THE SCIENCE OF BRANDING 1-3: On < strong >Brandstrong > Relevance and < strong >Brandstrong > Differentiation 21 Branding Challenges and Opportunities 22 Unparalleled Access to Information and New Technologies 22 Downward Pressure on Prices 22 Ubiquitous Connectivity and the Consumer Backlash 23 Sharing Information and Goods 23 Unexpected Sources of Competition 24 Disintermediation and Reintermediation 24 Alternative Sources of Information about Product Quality 25 Winner-Takes-All Markets 25 Media Transformation 26 The Importance of Customer-Centricity 27 The < strong >Brandstrong > Equity Concept 28 < strong >Strategicstrong > < strong >Brandstrong > < strong >Managementstrong > Process 29 Identifying and Developing < strong >Brandstrong > Plans 29 Designing and Implementing < strong >Brandstrong > Marketing Programs 29 929/12/2018 02.

8 48x CONTENTSM easuring and Interpreting < strong >Brandstrong > Performance 30 Growing and Sustaining < strong >Brandstrong > Equity 31 Review 31 Discussion Questions 32 < strong >Brandstrong > FOCUS : Unlocking the Secrets of Digital Native Brands 32 Notes 34 PART II Developing a < strong >Brandstrong > Strategy 37 CHAPTER 2 Customer-Based < strong >Brandstrong > Equity and < strong >Brandstrong > Positioning 37 Preview 38 Customer-Based < strong >Brandstrong > Equity 38 Defining Customer-Based < strong >Brandstrong > Equity 38 < strong >Brandstrong > Equity as a Bridge 39 Making a < strong >Brandstrong > strong : < strong >Brandstrong > Knowledge 41 Sources of < strong >Brandstrong > Equity 42 < strong >Brandstrong > Awareness 42 < strong >Brandstrong > Image 46 Identifying and Establishing < strong >Brandstrong > Positioning 47 Basic Concepts 47 Target Market 48 Nature of Competition 51 Points-of-Parity and Points-of-Difference 52 BRANDING BRIEF 2-1: Subaru Finds Its Groove 52 Positioning Guidelines 54 Defining and Communicating the Competitive Frame of Reference 54 Choosing Points-of-Difference 55 Establishing Points-of-Parity and Points-of-Difference 56 BRANDING BRIEF 2-2: Positioning Politicians 57 Straddle Positions 58 Updating Positioning over Time 59 THE SCIENCE OF BRANDING 2-1: < strong >Brandstrong > Values Pyramid 61 Developing a Good Positioning 63 Defining a < strong >Brandstrong > Mantra 63 < strong >Brandstrong > Mantras 63 BRANDING BRIEF 2-3: Nike < strong >Brandstrong > Mantra 64 BRANDING BRIEF 2-4: Disney < strong >Brandstrong > Mantra 65 THE SCIENCE OF BRANDING 2-2: Branding Inside the Organization 67 Review 67 Discussion Questions 68 < strong >Brandstrong > FOCUS : The Marketing Advantages of strong Brands 68 Notes 70 CHAPTER 3 < strong >Brandstrong > Resonance and the < strong >Brandstrong > Value Chain 76 Preview 77 < strong >buildingstrong > a strong < strong >Brandstrong > .

9 The Four Steps of < strong >Brandstrong > < strong >buildingstrong > 77 < strong >Brandstrong > Salience 77 < strong >Brandstrong > Performance 82 < strong >Brandstrong > Imagery 1029/12/2018 02:48 CONTENTS xi THE SCIENCE OF BRANDING 3-1: How Customer Experiences Define a < strong >Brandstrong > 86 < strong >Brandstrong > Judgments 87 < strong >Brandstrong > Feelings 89 < strong >Brandstrong > Resonance 90 BRANDING BRIEF 3-1: < strong >buildingstrong > < strong >Brandstrong > Communities 91 < strong >Brandstrong > - < strong >buildingstrong > Implications 92 BRANDING BRIEF 3-2: How Digital Platform-Based Brands Create Customer Engagement 97 The < strong >Brandstrong > Value Chain 98 Value Stages 99 Implications 101 Review 102 Discussion Questions 104 < strong >Brandstrong > FOCUS : Creating Customer Value 104 Notes 107 PART III Designing and Implementing < strong >Brandstrong > Marketing Programs 111 CHAPTER 4 Choosing < strong >Brandstrong > Elements to Build < strong >Brandstrong > Equity 111 Preview 112 Criteria for Choosing < strong >Brandstrong > Elements 112 Memorability 113 Meaningfulness 113 Likability 113 Transferability 113 Adaptability 114 THE SCIENCE OF BRANDING 4-1: Counterfeit Business Is Booming 115 Protectability 116 Options and Tactics for < strong >Brandstrong > Elements 117 < strong >Brandstrong > Names 117 URLs 123 Logos and Symbols 124 Characters 125 BRANDING BRIEF 4-1: StarKist s Charlie the Tuna 126 Slogans 128 BRANDING BRIEF 4-2.

10 Updating Betty Crocker 128 Jingles 131 Packaging 132 Putting It All Together 136 BRANDING BRIEF 4-3: Do-Overs with < strong >Brandstrong > Makeovers 136 Review 138 Discussion Questions 139 < strong >Brandstrong > FOCUS : Legal Branding Considerations 139 Notes 142 CHAPTER 5 Designing Marketing Programs to Build < strong >Brandstrong > Equity 147 Preview 148 New Perspectives on Marketing 148 Integrating Marketing 1129/12/2018 02:48xii CONTENTSBRANDING BRIEF 5-1: Yeti Is the Cooler < strong >Brandstrong > 150 Personalizing Marketing 151 Reconciling the Different Marketing Approaches 156 Product Strategy 156 Perceived Quality 156 Managing Customers Post-Purchase 157 Pricing Strategy 159 THE SCIENCE OF BRANDING 5-1: Understanding Consumer Price Perceptions 160 Consumer Price Perceptions and Setting Prices 160 Summary 165 Channel Strategy 166 Channel Design 166 THE SCIENCE OF BRANDING 5-2: Research on Omnichannel 168 Indirect Channels 168 BRANDING BRIEF 5-2: Chew on This: How Milk-Bone Brushing Chews Connected with Customers 170 Direct Channels 172 Online Strategies 174 Summary 174 Review 175 Discussion Questions 175 < strong >Brandstrong > FOCUS : Private-Label Strategies and Responses 176 Notes 179 CHAPTER 6 Integrating Marketing Communications to Build < strong >Brandstrong > Equity 184 Preview 185 The New Media Environment 186 Challenges in Designing < strong >Brandstrong > - < strong >buildingstrong > Communications 186 Role of Multiple Communications 188 Four Major Marketing Communication Options 188 Advertising 188 THE SCIENCE OF BRANDING 6-1.